Analysis Of Fashion Enterprises' Market Competition Mode

　　 Clothes & Accessories In the course of business activities, enterprises are talking about brand strategy, commodity research and development, market planning and so on. They also talk about how enterprises are more differentiated, more personalized and stylized. Indeed, these aspects are important, but also the minimum necessary conditions for enterprises to participate in market competition. However, many brands of clothing enterprises are "helpless" under the circumstances of brand characteristics, mutual copying of products, homogenization of marketing mode and continuous failure of profitability. Nowadays, the competition in the market is getting more and more intense. We can find the problem nodes and find the unique business ideas and competitiveness models that are suitable for our development, so that we can grow and expand in order to stand out in the new round of competition.

There must be a way to succeed. There must be some way of thinking. Here, we call this business idea a business model. The so-called business mode is the general name of a certain way or method adopted by an enterprise in accordance with the business purpose of the enterprise to achieve the value orientation and goal established by the enterprise.

With a good business Pattern Success is half guaranteed. We think WAL-MART mixed supermarket, McDonald's fast food, 7-11 Mini supermarket, Starbucks coffee, Gome supermarket, DELL computer, Watsons comprehensive supermarket, ZARA and H & M clothing retail store... These shops actually illustrate a truth: they are classic examples of success, and the key is to find a successful business model and to bring the profitability of this business mode to a fast and effective level. From this, we can see that the business mode is a systematic operation mode for enterprises to make quick response, and it is a strategic idea and powerful guarantee for maximizing the value of enterprises.

However, what will be the competitive tools and advantages of the apparel enterprises? This requires enterprises to take advantage of the situation and summarize the competitive mode that is in line with the present and future development of enterprises. This competition mode is the innovation of business mode. This will be the most competitive sword of the future and the only way for the development of modern clothing enterprises.

Business models do not always produce effectiveness for enterprises, but are effective in specific circumstances, changing with the changing market and consumption environment. The innovation of business mode is not just built on the basis of nothing, nor is it the golden idea of a moment of inspiration. It is precisely the long-term accumulation and system that requires the operation of the industry. Reflection Be well versed in the market characteristics of the industry, grasp the development trend of the industry, and deeply understand the internal and external resources structure and the high level summary. In other words, business models are not westernized or abandoned, but business models are inheriting and differentiating, so innovation is everywhere.

We can distinguish different business models in different ways to achieve the goal of value. Next, we summarize several models for your reference so as to derive innovative business models that are more competitive with our enterprises.

Quick response mode

This mode is realized through the efficient operation mechanism of the system, so the requirements for the management system of the enterprise are relatively high. ZARA is the most important industry, for example, the fastest leading speed is 12 days (the leading time is the whole process from design to production, logistics, and sales), while domestic clothing is 20-30 days; ZARA design style is up to 12000 yuan / year, take a lot of money, the logistics conveyor belt of headquarters reaches more than 200 km, and enjoy the most luxurious distribution way - the new products are transported by air, and the circulation speed of goods is about 10 days. There's another speed we share with you - display response speed. Some media commented: the window of ZARA can better predict the trend of fashion than the trend page of the popular fashion magazines. The reason is that ZARA has more than 200 large fashion designers and fashion cities all over the world, capturing the most popular information and future trends of fashion at any time.

　　 service Differentiation Mode

This mode is an extra service value provided by an enterprise to its customers. These characteristics are enough to bring additional benefits to the product. If an enterprise's service spillover price exceeds the cost of its commodity uniqueness, then the differentiation mode will get the most competitive advantage. It is reported that a domestic clothing brand will accomplish this step, that is, providing life-long free suits, dry cleaning and door-to-door delivery services. The real value-added service in garment industry is second to none, and it is worth learning and learning from other enterprises.

Target agglomeration mode

First of all, establishing a small scale competitive advantage within a specific geographical area is one of the target agglomeration models. We will see small cities open big stores, that is, small and medium-sized cities in the relatively low rental shops, the establishment of large image shops; on the contrary, in big cities to open the form of small shops, and has the number of shops everywhere, the two forms are able to quickly establish brand competition advantage and influence in small and medium-sized cities. In addition, a number of different levels and different levels of image shops are concentrated in a core business street circle. The first time to seize the limited business resources, thus forming barriers and resisting aggressive competitors, this mode has been widely used in domestic sports brands and fashion leisure brands. It can also be said that it is a business strategy of an enterprise. In fact, business strategy is also a business mode.

Secondly, another mode of target gathering mode is the process of focusing and subdividing the target consumer groups. For example, the brand PATRIZIAPEPE brand of Italy has only three sizes, which means that the audience of the brand will shrink to a rather narrow scope, and at the same time, it will have a mysterious veil for the brand. When the media asked why the chairman of the board of directors of the company had to make such a decision, he laughed with a smile: "this is innovation, which is one of the biggest signs that our brand is different from other women's clothing brands." StefanoOrrea We reluctantly give up the consumer group outside the three pattern, taking into account that we need the charm of the products that are superior to the body to show off and show our perfect clothes, and also make this part of the consumer group a loyal and loyal customer. This decision has become one of the innovations of our model. Therefore, enterprises need to know how to give up, maybe they will have more stable customers and business benefits in the future.

Although the business model is the foundation for the existence and competition of enterprises, it is also a magic weapon for enterprises to participate in competition and win the battle. However, business mode alone can not ensure the greatest success of enterprises. To achieve the greatest success, it is necessary to have excellent executive team and system management system and operation mode to support it.

Therefore, team building is particularly important. It is necessary to establish an organizational structure and functional departments that match it. At the same time, an efficient performance appraisal and talent incentive mechanism should be established to truly integrate human resources and actual performance and maximize the effectiveness of business models.

Managing the business process is another necessary condition to ensure that the daily work and objectives are organized and efficiently promoted and implemented. Therefore, in the apparel chain operation system, we must also match the relevant process patterns that match the pattern, such as: business process, site selection process, service flow, control process, ordering process, expansion process, logistics process, agent selection process and evaluation process.

Through the above two necessary conditions, let the sword of the innovative business competition mode exert the greatest destructive power.